Mengukur permintaan pasar

1. Mengukurpermintaanpasar To accompany A Framework for Marketing Management, 2nd Edition

2. Objectives • Mengidentifikasi komponen utama dari sistem informasi pemasaran modern. • Mempelajari unsur-unsur apa saja yang bisa membentuk riset pasar yang baik • Mempelajari bagaimana sistem pendukungkeputusan pemasaran membantu manager pemasaran mengambil keputusan yang lebih baik • Mempelajari bagaimana kebutuhan dapat diukur dan diramalkan dengan lebih akurat To accompany A Framework for Marketing Management, 2nd Edition

3. Lokal ==> Nasional Customer Need Price Competition International Customer Want Non-price competition Change Kebutuhan akan informasi pemasaran yang tepat waktu menjadi semakin besar di masa mendatang To accompany A Framework for Marketing Management, 2nd Edition

4. Supporting Marketing Decisions • Suatu Sistem Informasi Pemasaran didefinisikan sebagai ... “orang, peralatan, dan prosedur untuk mengumpulkan, menyortir, menganalisa, mengevaluasi, dan mendistribusikan informasi yang sesuai kebutuhan, tepat waktu, dan akurat kepada pembuat keputusan pemasaran.” To accompany A Framework for Marketing Management, 2nd Edition

5. Supporting Marketing Decisions • Sistem informasi pemasaran mengelola informasi dari sumber : • Sistem pencatatan internal • Sistem intelijen pemasaran • Riset Pemasaran • Analisis sistem pendukung keputusan pemasaran To accompany A Framework for Marketing Management, 2nd Edition

6. Supporting Marketing Decisions • Sistem pencatatan internal • Kunci : siklus pesanan ke pembayaran • Laporan penjualan yang tepat waktu, membantu mengelola persediaan secara lebih baik. • Data base pelangan, produk, tenaga penjualan dan lain-lain yang dapat digali secara aktual • memberikan data hasil To accompany A Framework for Marketing Management, 2nd Edition

7. Supporting Marketing Decisions • Sistem Intelijen pemasaran : • Seperangkat prosedur dan sumber yang digunakan oleh para manajer untuk memperoleh informasi harian mengenai perkembangan di lingkungan pemasaran • Memberikan data yang terjadi To accompany A Framework for Marketing Management, 2nd Edition

8. Supporting Marketing Decisions • Improving the Quality of Marketing Intelligence System Data Requires: • Training and motivating sales force to report developments • Motivating channel members to share important intelligence • Collecting competitive intelligence • Developing a customer advisory panel • Purchasing information from commercial data sources • Establishing a marketing information center within the company To accompany A Framework for Marketing Management, 2nd Edition

9. Supporting Marketing Decisions • Sistem Riset Pemasaran • Perancangan, pengumpulan, analisis dan pelaporan data yang sistematis serta temuan-temuan yang relevan dengan situasi pemasaran tertentu yang dihadapi perusahaan To accompany A Framework for Marketing Management, 2nd Edition

10. Supporting Marketing Decisions • Proses riset pemasaran : • Mendefinisikan masalah dan tujuan riset • Mengembangakan rencana riset • Mengumpulkan informasi • Menganalisa informasi • Mempresentasikan temuan • Membuat keputusan To accompany A Framework for Marketing Management, 2nd Edition

11. Supporting Marketing Decisions • Mengembangkan rencana riset pemasaran meliputi : • Pengumpulan data sekunder / primer • Memilih satu atau lebih pendekatan riset untuk data primer • Menggunakan peralatan riset yang mamadai • Mengembangkan rencana sampling • Menentukan metode kontak dengan subyek To accompany A Framework for Marketing Management, 2nd Edition

12. Supporting Marketing Decisions • Pendekatan-pendekatan untuk pengumpulan data primer : • Observational research • Focus-group research • Survey research • Behavioral data • Experimental research To accompany A Framework for Marketing Management, 2nd Edition

13. Supporting Marketing Decisions • Instrumen Riset : • Kuisioner : sekumpulan pertanyaan terstruktur, terukur dan terencana yang disajikan kepada responden untuk dijawab • Mekanis : perangkat mekanis yang digunakan untuk mengukur respon fisiologis atau pssikologis terhadap rangsangan tertentu To accompany A Framework for Marketing Management, 2nd Edition

14. Pertanyaan Tertutup Pertanyaan terbuka Dikotomi Pilihan berganda Skala likert Differensiasi semantik Skala kepentingan Skala peringkat Skala maksud membeli Supporting Marketing Decisions Jenis pertanyaan dalam kuisioner To accompany A Framework for Marketing Management, 2nd Edition

15. Supporting Marketing Decisions Jenis pertanyaan dalam kuisioner • Tidak terstruktur • Asosiasi kata • Penyelesaian kalimat • Penyelesaian cerita • Penyelesaian gambar • Tes persepsi tematis • Pertanyaan Tertutup • Pertanyaan terbuka To accompany A Framework for Marketing Management, 2nd Edition

16. Supporting Marketing Decisions Rencana Pengambilan sampel • Sampel acak sederhana • Sampel Acak bertingkat • Sampel cluster • Sampel Probabilistik • Sampel non-probabilistik To accompany A Framework for Marketing Management, 2nd Edition

17. Supporting Marketing Decisions Rencana Pengambilan sampel • Sampel kemudahan • Sampel pertimbangan • Sampel kuota • Sampel Probabilistik • Sampel non-probabilistik To accompany A Framework for Marketing Management, 2nd Edition

18. Supporting Marketing Decisions Pendekatan analisis riset yang memadai • Regresi berganda • Analisis diskriminan • Analisa faktor • Analisa cluster • Analisa conjoint • Multi dimentional scalling • Statistic tool • Model • Perhitungan optimasi rutin To accompany A Framework for Marketing Management, 2nd Edition

19. Supporting Marketing Decisions Pendekatan analisis riset yang memadai • Model proses marcov • Model antrian • model pra uji produk baru • Statistic tool • Model • Perhitungan optimasi rutin To accompany A Framework for Marketing Management, 2nd Edition

20. Supporting Marketing Decisions Pendekatan analisis riset yang memadai • Statistic tool • Model • Perhitungan optimasi rutin • Kalkulus differensial • pemrograman matematis • teori keputusan statistik • teori permainan • heuritik To accompany A Framework for Marketing Management, 2nd Edition

21. Supporting Marketing Decisions • A Marketing Decision Support System is defined as a . . . “coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from business and the environment and turns it into a basis for marketing action.” To accompany A Framework for Marketing Management, 2nd Edition

22. Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Market Potential market Available market Target market (served market) Qualified available market Penetrated market Forecasting and Demand Measurement To accompany A Framework for Marketing Management, 2nd Edition

23. Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Market demand Market minimum Market forecast Market potential Nonexpansible vs. expansible markets Primary vs. secondary demand Market forecast Market potential Forecasting and Demand Measurement To accompany A Framework for Marketing Management, 2nd Edition

24. Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Company demand Company sales forecast Sales quota Sales budget Company sales potential Forecasting and Demand Measurement To accompany A Framework for Marketing Management, 2nd Edition

25. Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Total market potential Area market potential Market-buildup method Forecasting and Demand Measurement To accompany A Framework for Marketing Management, 2nd Edition

26. Essential Aspects The market Measuring demand Company demand and sales forecasts Current demand Future demand Many Forecasting Methods: Buyer intentions survey Composite of sales force opinions Expert opinion Past-sales analysis Market-test method Forecasting and Demand Measurement To accompany A Framework for Marketing Management, 2nd Edition

27. Macroenvironmental Trends and Forces • Demographic Environment • Worldwide population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographic population shifts • Rise of micromarkets To accompany A Framework for Marketing Management, 2nd Edition

28. Macroenvironmental Trends and Forces • Economic Environment • Income distribution • Savings, debt, and credit availability To accompany A Framework for Marketing Management, 2nd Edition

29. Macroenvironmental Trends and Forces • Natural Environment • Shortage of raw materials • Increased energy costs • Anti-pollution pressures • Changing role of governments To accompany A Framework for Marketing Management, 2nd Edition

30. Macroenvironmental Trends and Forces • Technological Environment • Accelerating pace of technological change • Unlimited opportunities for innovation • Varying R&D budgets • Increased regulation of technological change To accompany A Framework for Marketing Management, 2nd Edition

31. Macroenvironmental Trends and Forces • Political-Legal Environment • Legislation regulating business • Growth of special interest groups To accompany A Framework for Marketing Management, 2nd Edition

32. Macroenvironmental Trends and Forces • Socio-Cultural Environment • World views that consumers hold of themselves, others, society, organizations, nature, and the universe • High persistence of core values • Existence of subcultures To accompany A Framework for Marketing Management, 2nd Edition